World Duty Free backs liquor with radical new store at T4

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World Duty Free (WDF) is to create a radical new look for the liquor category at London Heathrow terminal four with a 7,000sq ft (650sq m) store, to be completed by Autumn 2003

The new store will be divided into 10 zones, each targeting a different type of purchaser. The concept has been developed in partnership with suppliers, particularly Diageo.

WDF ceo Mark Riches told TRW: "This will be the mother and father of all duty-free liquor stores. For years, suppliers have been doing a good job in developing liquor brands, but we've done a relatively poor job in selling the category. This is a big step in improving our approach. We've invested in understanding what the key drivers are behind passengers' motivations to buy liquor, and understand this much better now. We'll have areas for men, areas targeting women, areas for luxury product areas and many more. It's a radically different approach to what is still very much a core category for us."

A full interview with Riches will appear in the next issue of DFNI, as the first in a regular series of top-level interviews with the world's biggest operators. Look out for the February 1 issue for more details on the monthly DFNI Interview.